um by courtney lee from china

The "kingliness” is what men have been pursuing: Virile, Self confidence, Capability, steady, and Dignity; the ism can be explained by these characteristics.

Designer Four Lau and Sam Sum based on "male traits" as the design concept of this top fashion men's underwear brand shop. They endeavored to inject humanity into interior architecture, searched for the modern and abstract styles, and used deep charcoal gray and yellow colors as focus point. A variety of deep charcoal gray materials (suede wallpaper, travertine, black stainless steel and black glass) and the geometric form are used to bring out the steady and virile side of men, along with yellow mannequins that are with tall and strong image, the purpose is to highlight the extraordinary metropolis royal demeanor that made him the limelight.

Window display shows a replica of a streamline future transportation sculpture that appeared in movie, which is operating by a male mannequin. It is a perfect combination of abstract and modern, and demonstrating the men love to gain pleasure over controlling / demonstrating dynamic. Also it is hilarious to imagine that it is a huge banana in order to associate with the important part of men; it is the symbol of men wanting to demonstrate power, self confidence, and dignity in front of women.

“M” is the initial of “Men”, with maximizing its size along with black and white layers, it shed a deep impression. The yellow grid construction is filled with boxed products, when the salesperson picks up the box at the front, subsequent boxes will be pushed to the front by the mechanics automatically to fill the vacancy, without the help of the salesperson, which presents a humanized demonstration. The small screens would demonstrate the latest brand fashion show, exhibiting the season's most fashionable products for customers.